Pepsi Super Bowl LX Spot, ā€œThe Choice,ā€ features a cola-loving polar bear choosing Pepsi in a blind taste test

Pepsi Super Bowl LX Spot, ā€œThe Choice,ā€ features a cola-loving polar bear choosing Pepsi in a blind taste test

"The Choice," directed by Academy Award®–winning filmmaker Taika Waititi, exposes a phenomenon called The Pepsi Paradox – the idea that when labels and bias disappear, cola drinkers prefer the taste of Pepsi

PURCHASE, N.Y., Jan. 29, 2026 /PRNewswire/ -- Today, PEPSIĀ® rewrites cola history and challenges America to rethink its favorite cola with the unveiling of its Super Bowl LX spot, "The Choice," directed by Academy Award®–winning filmmakerĀ Taika Waititi. The heart of the spot exposes a simple truth that Pepsi has proven time and time again: Pepsi wins on taste. Blind taste tests expose a phenomenon called The Pepsi Paradox – the idea that when labels and bias disappear, cola drinkers prefer the taste of Pepsi.

Originally published on the BLOX Digital Content Exchange.